Shoes

TOMS “One for One” VR Campaign for Peru.

IMG_5179Over the weekend I was in Chicago for a bit of R&R, good food, and fun. While I was there I decided to hit the Miracle Mile for a bit of research and investigation into marketing trends, displays, and general design trends. I tend to find that merchandising, and packaging for some of the larger retail giants seems to be a good indicator for emerging design trends. While I was at Nordstrom’s I noticed that TOMS Shoes had a number of VR headsets and headphones set up, and the sales staff was encouraging people to try them on.

Since I am a huge fan of technology, and using it to extend the marketing experience I decided to investigate.

What I found was a 3 and a half minute video with solid surround sound audio. The message wasn’t about TOMS shoes, instead it was about the TOMS One for One campaign that is a massive omni channel campaign for good. TOMS One for One provides shoes, water, sight, safe birth and bully prevention world wide.

I have been trying to find an example video to link in here but haven’t been able to come across anything. So, I’ll just have to describe the experience, and if you are in Chicago or a Nordstrom’s that has the set up, check it out for yourself. Basically this is a full immersive experience where you are introduced to children in a village in Peru, and volunteers that explain the program and ask you to get involved. Everywhere you look, the world moves with you. It is Virtual Reality in action. You look down, you see the earth beneath your feet. Up and you see the sky. Straight ahead and left to right, video of the children in the village interacting with you, the virtual camera. The message is straight forward. Buy TOMS shoes and Tom’s will donate a matching pair of shoes to a child in Peru. There is a secondary call to action, asking you the viewer to get involved by going to the TOMS One for One website, where additional options are available. It’s pretty damn impressive. The video quality could have been a higher resolution, but you don’t really care when you are experiencing this. The audio was fantastic. And while, I tended to forget at times what the campaign was about, I was distracted by the cool tech, it did what it was supposed to. It kept me thinking about it, got me involved, and connected me to the Brand.

In addition to the VR set up, Tom’s has also launched a number of micro sites, a YouTube Channel, Pinterest, Instagram, Twitter, and Facebook accounts all of which are coordinated to drive traffic back to the main site and encourage the visitor to donate and give.

Very cool stuff. Great campaign.

Las Vegas, Hermés, House Industries, and Geestalten

Two years ago I was in Las Vegas, a city I truly loath but felt compelled to vacation in over Thanksgiving. Out of the 5 days I was there there are 3 things that stand out as wonderful. A trip to the Grand Canyon via Helicopter, Cirque Du Sole, and a pair of Hermés shoes that I tried on after shopping for a Hermés scarf for Kristy.

That pair of Hermés loafers is quite possibly the best thing that has ever touched my feet, and if I were a bit more free with my money I would have bought them. I just couldn’t justify dropping $2500.00 on a pair of suede loafers that I know would be scuffed and bruised with in a year. The reason I mention the shoes is two fold.

First off one of my favorite type foundries in the world, “House Industries” has produced some amazing merchandising, typography for Maison Hermès. Alphabetic Equestrian for the storefront in Tokyo, Japan. If you happen to be in Tokyo, the display is up through January 17th. (by the way my birthday is the 19th, and I wear a size 13 shoe. the loafers are tan suede, if you car to purchase them for me)

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The second part of this is one of my favorite book publishers, Gestalten, has dropped an interview with House Industries Ken Barber. If you are a designer, typographer, artist, or someone that is simply interested in art and design, this is a great video to watch. The video is beautifully shot and edited, and filled with insight from an industry leader.